Co-productions

ICBT Makes Successful Debut
By Mr. Yang Binyuan, AIBD Director
The 1st International Conference on
Broadcast Training (ICBT) was successfully
concluded in Kuala Lumpur where we saw
a diversity of sharing and engagement in
understanding the impact of the evolving
media landscape and in identifying models
to build the training institutions of today and
of the future.
In this Conference, we examined models to
nurture an agile and learning organization for
innovation and performance. What is key is
to build more exchanges, relationships and
engagement if we are to survive and to be of
value to our audience.
Broadcaster
During the two-day Conference from 25-26
February 2013, participants learned how
information, technology and our audience
are moving fast and we in the broadcast
industry, particularly broadcast trainers need
to catch up, revisit existing approaches, and
address the increasing demands of digital
technology and social media. We need to
work towards a performance driven culture
that contributes to the company’s growth
and sustainability, increased customer
satisfaction and contribution to society.
One such model presented is the use of
the S analysis model that allows broadcast
leaders to review their structure, systems,
style, staff, skills, and strategy and come
out with shared values critical in building
and delivering training programmes.
Another is to use e-learning, and cloud
technology to make training programs
relevant, efficient and convenient. Still
another is to design a training program that
is customized and individualized to enhance
teaching and learning.
Another highlight of the Conference was to
identify specific steps to address the human
resource needs in the digital migration
process. What was important was to engage
all stakeholders in facilitating understanding
and acceptance of moving towards digital
technology.
To offer creative and entertaining content,
the Conference also discussed the demands
of sourcing good original ideas and wellresearched
material, with a good character
development and good acting, with believable
/ natural dialogues.
In attracting and retaining talents, the
Conference identified ways to build a winning
team provide a dynamic and challenging
environment and address increasing needs
for good compensation, career advancement
and work/life balance.
We specifically noted the need to adhere
to an organization’s core values that can
contribute towards the recruitment of good
talents. We must focus on recruiting people
for the jobs of the future for new media and
social media and for the next generation of
content makers who have different ways of
accessing information and entertainment
material, of viewing and consuming material,
and of creating their own content for social
media and mobile phones.
In my closing remarks at the Conference, I
expressed AIBD’s sincere thanks to all our
speakers, chairpersons, and participants
as well as the main partner, IPPTAR, led
by Dato’ Adilah Shek Omar, who ensured a
successful conference.
To be of value to the changing consumer
behavior, broadcast stations need to
strengthen the new media features of their
TV programs and provide more audience
interaction through the multi-media
platforms. Training through international
exposure can be useful to gain a global
view of how international broadcast
companies produce creative programmes,
and serve as inspirations to attract audience
participation.
Finally, the Conference identified various
criteria to address training obstacles in
technology, skills deficiency, and funding
among others to strengthen training
institutions to deliver results and solutions
to meet organization’s objectives and the
demands of the ever-changing media
environment.
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